Lynn Powers
Analyst · Eliza Buddenhagen
Thanks, Steve. Overall, the performance of the quarter was in line with our expectations. Excluding the impact from a recent security breach at our largest customer and the conversion of our media category management business that Steve mentioned, our 25 largest customers in our business segment [indiscernible] double-digits on top of a comp in excess of 40% in the first quarter of 2013. Our direct-to-consumer business segment grew 17%, showing the strength of the brand and the category.
Last quarter, I covered 4 of our primary initiatives for the year. Those were expanding stores and store placement for Gaiam and Gaiam Restore, expanding distribution for our SPRI brand, improving our e-commerce branding and performance, and refocusing on delivering innovation. I would now like to review our progress on these initiatives, outline how we plan to continue executing on them going forward, and give a preview of our growth plans for 2015 and beyond. Gaiam Restore, which we launched in 2012, addresses the growing consumer demand for preventative, restorative and stress-relieving solutions. The line has become a hit with some of our largest accounts and has allowed us to add new accounts, such as Walgreens. We added enough SKUs to the line in order to build a 4-foot store-within-store. I am pleased that during the quarter, we secured placement for an 8-foot store-within-store set of Gaiam yoga and Restore products in an additional 1,200 domestic doors for delivery beginning in third quarter. One of these wins was part of a larger expansion that added 8 feet of product to our already-existing 12-foot store-within-store. We also included Restore in the launch of Gaiam product in one of the largest international retailers, with 220 stores setting in the second half and an opportunity to expand to more of their over 3,000 doors. During the quarter, we also continued launching SPRI in the retail market. We recently received a commitment to place SPRI products with one of our largest customers in over 1,500 doors. This commitment will allow us to replace products under a third party brand, which we licensed, with products under SPRI, a brand that we own. The commitments I just reviewed, which will benefit our financials in the second half of the year, reflect our ability to drive growth, both through our existing 38,000 retail relationships, but also through new accounts.
With respect to our catalog and e-commerce business, we launched a new site, Gaiam Pro, that will enable us to better connect with the yoga and fitness studio and practitioner market, a key step in growing our brand presence within these highly influential channels. As we have reoriented the company around our branding strategy of yoga, fitness and well-being for everyone, we are redesigning the Gaiam.com website, with a targeted launch at the end of the year. We also planned the launch of redesigned SPRI.com website in the third quarter. Recently, we decided to reduce our catalog circulation further, in part due to the 4.8% rate increase announced by the U.S. Postal Service. Our goal is to carefully reduce spending on our catalog so as to maintain our customer relationships, while shifting them online, and using social media and email marketing to expand our consumer reach.
Finally, I'm excited to share some of the early progress from our renewed focus on product innovation. On the accessories side, we're putting the finishing touches on a new Balance Ball Chair. This evolution of one of our strongest-performing products will reflect our effort to bring style to the accessory market, while maintaining the high performance our products are known for. Expect to see this product on Gaiam.com in the fall.
We're also continuing to add new product innovation to our SPRI and Gaiam lines, with technology innovations in mats, new product ideas for SPRI Cross Train, and additional solutions for Gaiam Restore, such as back care and compression. We will also launch Gaiam kids and men's yoga accessory lines by the end of 2014. Our success during the last 12 months is reflective not only of our brand and product marketing, but also of healthy growth in the yoga industry. From 2008 to 2012, the number of yoga practitioners grew 25% from 16 million to 20 million. During that same time, spending on yoga products and services grew 75% from $5.7 billion to $10 billion.
The fact that the yoga market is growing in number and in wallet share means that retailers want to make sure that yoga, fitness and well-being is a strong segment of their offering. And while the playing field is attracting more attention from newcomers, we're confident that Gaiam has a clear and significant competitive advantage, thanks to our deep experience, authenticity and our emphasis on specialized products. Based on consumer research, when it comes to yoga, Gaiam's the second most recognized yoga brand overall and the most recognized brand in non-apparel yoga products by twofold. When we look to the future, for 2015 and beyond, we see 2 major areas for growth of the brand beyond our current product assortment and the innovation that I outlined previously. The first area that we mentioned on our last call was apparel. We have done quantitative and qualitative research regarding the Gaiam brand and found that we have great recognition and consumer permission to go into apparel. We believe there is room for a mid-tier studio-to-street yoga apparel line that can be sold through our retail partners and online through gaiam.com. We've assembled a strong apparel team, which is actively developing the line, and we will launch the collection online this fall with an anticipated expansion to retail partners in the first quarter of 2015. We're also investing in international expansion. The Gaiam brand has demonstrated success in Australia and Canada, in a similar fashion to the U.S. We've recently brought in an expert in the European market to help with the launch of our brands in Europe and expand our assortment in John Lewis, our tent-pole account in the U.K. As I mentioned earlier, we just recently received test orders for 220 doors of an over 3,000-door European chain. We are actively pursuing international expansion because we believe that Gaiam has the ability to be the global brand for yoga, fitness and well-being.
In summary, we see many growth opportunities in the second half and moving forward into 2015. We believe in the initiatives I have just discussed because they leverage the tremendous value of our brand across all distribution channels, the unique resources and distribution we have around yoga, fitness and well-being and the opportunity to become the unified global brand in the market. With a compelling array of products and a fast-growing market segment, a more focused business, stronger balance sheet and an improved operating structure to execute on our growth initiatives and gain market share, we're confident we can leverage our brand across our existing 38,000 doors of distribution and 15,000 store-within-stores, as well as expand with new partners, markets and geographies. We believe the separation of GaiamTV from Gaiam will benefit both the businesses themselves, as well as our shareholders. GaiamTV posted strong revenue gains during the quarter, and we continued to invest in the business ahead of the proposed separation. I want to note that all of the video titles that were created by Gaiam will stay under its stewardship, post separation, except for streaming video on demand, which will be offered by GaiamTV.
This way, Gaiam will continue to monetize our fitness media content via DVD, digital download and the rental channels. Overall, the decision will further enable each of our 2 companies to independently focus on its strengths and opportunities and will provide a higher degree of transparency to customers and investors. Looking forward, I'm confident what the Gaiam brand is bringing to consumers and the connections we are making with them. I like where we are, but better yet, I love where we're heading. This concludes our prepared remarks, so I'd like to turn the call back to the operator. Jennifer?